"Dunning" is derived from the 17th-century word "dun," meaning to demand payment for a debt. In SaaS, it refers to the automated process of communicating with customers about failed payments.
# The Dunning Lifecycle
- Pre-Dunning: Reminding customers before their card expires.
- Active Dunning: The series of messages sent after a failure.
- Cancellation: The final step when all recovery attempts fail.
# Automation vs. Personalization
While the process should be automated, the content shouldn't feel like it was written by a robot. Use AI to vary the tone and urgency.